Our last post touched on a situation in which a new vendor had updated Google Analytics tracking without warning, resulting in data inconsistency in the account. Now that we’ve covered possible campaign launch questions, we will cover some Google Analytics management best practices to ensure your organization is ready for campaign evaluation.
1. Manage who has Access to your Google Analytics DataAs employees and vendors may frequently change, we recommend looking at your Google Analytics account and updating account permissions at least twice a year. In the last post, we identified a vendor that had been recently given access at the same time as a data discrepancy, giving us a much easier time troubleshooting a sudden decrease in bounce rate.
2. Google Analytics Account ConsistencyOften different vendors use different Google Analytics accounts. We have found that before starting campaigns, it is extremely beneficial to coordinate with all parties involved to ensure that everyone is using the same analytics views and ultimately looking at the same data.
3. Establish Metric and Measurement PracticesIn addition to using the same Google Analytics account, make sure your internal team understands your business objectives and measurement practices. Referencing the previous scenario, you may wish to adjust bounce rate so that if a shopper spends 30 seconds on a page and makes 3 engagements they are no longer a bounce. There are valid reasons for that, but make sure that all members of your team understand what the measurement is and why it is taking place.
4. Inform and Discuss with StakeholdersOnce you establish internal measurement practices, inform and discuss with all stakeholders. While new campaigns may merit different KPIs, ensure all parties understand what is being measured and why. If any party wishes to add customization, verify it will not impact other data in your account or if it will, make sure you evaluate the impact on your other sources.
5. Campaign AccountabilityFinally, once you have the proper systems in place, use the data to evaluate campaigns. Measure the website behavior of your campaigns and compare to the goals, ensuring campaigns are meeting their objectives.
Hopefully, some of these practices will help your organization think about setting up or adjusting your current Google Analytics management process.